Industry: Technology

Technology

San Francisco | Technology

55k – 85k

Media Strategist

About April Six

April Six is a global B2B marketing agency working with some of the world’s most innovative technology brands. With a global footprint in the United Kingdom, Singapore, Germany, and the United States, we specialize in delivering exceptional strategic marketing and results-driven integrated campaigns that cross media and regional barriers. Across the firm, we work on diverse projects, including branding and web refreshes, brand and demand campaigns, and ABM programs, and we support these project types with dedicated practices in paid media and content development. Within our fully remote North American team, we are growing our media practice and looking to hire a data analyst to join our team of media specialists to support our technology clients.

Who we’re looking for

As a Media Strategist, you will support the media team in planning, operations, reporting, and finance. You will work closely with your team to design media plans to fit client objectives, successfully traffic approved plans, report on successes, and make optimizations to improve client outcomes. The core focus is on ABM – specifically, the tactics most frequently employed by B2B marketers, like account-targeted display and retargeting, content syndication, and paid social via LinkedIn and Meta.

As part of a media team at an integrated agency, there is an opportunity to work closely with senior strategists and creative leads to improve programs. We are a small team with shared responsibilities; successful team members show an entrepreneurial and industrious attitude, with the ability to be proactive in learning best practices and improving agency practices.

Responsibilities

  • A Manage day-to-day operations across media campaigns, from planning through to reconciliation
  • Discover and deliver impactful analysis and reports to external clients
  • Anticipate client needs and work with team to proactively develop solutions to address them
  • Utilize research tools (e.g., MRI, Similarweb, comScore) to gather information and put forth key insights
  • Build knowledge of B2B best practice campaigns and marketing technologies
  • Be hands on keys inside social media or ABM platforms to set up campaigns, traffic creative and pull reports

Experience, Skills, Qualifications

  • Desire to explore a career in media, with a specialty in B2B marketing
  • Strong organizational, problem-solving, and analytical skills; able to manage priorities and workflow
  • Resilience, tenacity and the ability to retain a positive outlook
  • Enthusiasm for learning and adapting to new technologies and trends
  • Excellent verbal/written communication
  • General knowledge of planning and buying media for a client/campaign
  • Hands-on skills in ABM and paid social strategy, buying and planning is preferred
  • General B2B marketing knowledge or at least familiarity with common B2B marketing practices
  • Proficient with the Microsoft Office suite – particularly Excel and PowerPoint
  • Proficient with Ad Serving technology – Google Campaign Manager, specifically, a plus
  • Experience with analytics platforms such as Google Analytics a plus
  • Genuine curiosity about the world and digital programs
  • Ability and desire to work collaboratively with people from across several disciplines
  • Knowledge and experience in Demandbase or 6sense platforms is a plus

EDUCATION AND EXPERIENCE

  • 1-2 years of experience as part of a media agency or internal media department focused on B2B buyer motions
  • Bachelor’s degree in a related field or equivalent work experience

April Six embraces diversity and equal opportunity. We’re committed to building a team that represents a variety of backgrounds, perspectives, and skills. We’re an equal opportunity employer and to reflect our global position, we embrace best practice approaches to diversity and inclusion in the regions where we operate.

 

Benefits (Location Specific)

Room to Grow

Appraisal system with individualised growth objectives and real time feedback

Professional Development Plan

We look to support skills growth with internal support and coaching, alongside online and in-person training and development opportunities

Paid Time Off

28 days’ holiday (plus bank holidays)

Health care cash back scheme

Giving you money back for health-related fees such as dental appointments, contact lenses, prescriptions or physio

Mental Health Hotline

24 hour GP phone or video consultations and a 24-hour helpline offering counselling and supportive information

Moments that Matter

An hour every week to relax, exercise, or pursue something that’s important to you

Anniversary gifts

A special gift every year on your work anniversary to say thank you for being a part of our team

Company lunch

Lunch on the company once a month

Schemes

Electric car leasing scheme, refer a friend scheme, cycle to work scheme.

We are focused on working with the most exciting, forward-thinking mobility brands and manufacturers

We are a people-powered agency whose philosophy is built on the pillars of diversity, sustainability, and inclusivity. If you’re a curious, fearless individual ready to take the next step in your career, there’s a home for you at April Six.

Technology

San Francisco | Technology

90k – 130k

Associate Media Director / Media Director (ABM speciality)

About April Six

April Six is a global B2B marketing agency working with some of the world’s most innovative technology brands. With a global footprint in the United Kingdom, Singapore, Germany, and the United States, we specialize in delivering exceptional strategic marketing and results-driven integrated campaigns that cross media and regional barriers. Across the firm, we work on diverse projects, including branding and web refreshes, brand and demand campaigns, and ABM programs, and we support these project types with dedicated practices in paid media and content development. Within our fully remote North American team, we are growing our media practice and looking to hire a data analyst to join our team of media specialists to support our technology clients.

Who we’re looking for

As an Associate Media Director / Media Director, you will serve as an agency lead and go-to expert on ABM planning and execution for our clients. You will partner with account and creative teams to ensure our communications plans and GTM strategies reflect best practices. As a key strategy team member, you will support multiple client accounts and new business opportunities, acting as a digital innovator and paid media evangelist at every opportunity.

 

You’ll operate at the nexus of media planning, buying, and optimization to maximize our campaigns’ impact. By combining creative thinking with factual analysis, you’ll develop appropriate strategies to ensure campaigns reach their target audiences as effectively as possible. You’ll also apply knowledge of ABM strategies and best practices and Martech tools to identify the most appropriate campaign setups and execution for building sustainable demand for clients. Deep experience in sales-assisted buyer journeys, lead gen best practices, ABM-centric marketing tactics and technologies, and managing teams is a must.

Responsibilities

  • Collaborate with senior strategy team to create and refine ABM strategies aligned with business goals and target audience segments
  • Partner with account lead(s) to develop ABM strategies that support your clients’ goals and KPIs, amplifying program touch points through paid channels to deliver impressive results
  • Consult on ABM best practices and various MarTech tools and services (ex., Demandbase, 6sense, Marketo, and SFDC)
  • Provide a forward-thinking perspective on the media technologies and marketing stack for clients and April Six; explore ways to streamline, enhance efficiencies and optimize by piloting or implementing new MarTech solutions
  • [when applicable] Offer guidance and/or training on MarTech solutions to Clients, Account teams and interested colleagues
  • Develop and manage the day-to-day process and workflow; supervise client budgets and media estimates
  • Be knowledgeable about (and incorporate when necessary) trafficking ad tags and creative intended for a variety of ad-serving platforms
  • Evaluate, advise on and provide recommendations to improve existing client programs/campaigns; integrate pilot/test recommendations seamlessly into current campaigns
  • Translate data and analytical outcomes into real-world applications that generate commercial benefit to clients; explain the “why” and “so what” behind quantitative results
  • Evangelize using data and analytics to optimize programs/campaigns, tell stories and ground our recommendations among Account teams and clients
  • Contribute and represent media capabilities in new business pitches, producing documents and presenting as required
  • Create robust and scalable measurement approaches; develop and present client-facing reports
  • Play an active role as an internal evangelist/thought‐leader, enthusing staff about exciting media, MarTech and analytics trends and ensuring the knowledge base of the agency allows for all team members to advise clients when required
  • [above all] Have the desire to dig in and decipher complex products and buyers’ journeys, speaking fluently about known analyst / marketing philosophies, and apply this knowledge to our clients

Experience, Skills, Qualifications

  • Excellent verbal/written communication and presentation skills
  • Strong understanding of ABM principles, tactics, and best practices
  • Knowledge and experience in Demandbase or 6sense platforms is a must
  • Knowledge and experience with paid social strategy, buying and planning is preferred
  • Proficient with Ad Serving technology – Google Campaign Manager, specifically, a plus
  • Experience with analytics and dashboard platforms such as Google Analytics, Tableau, and Power BI
  • Ability and desire to work collaboratively with people from several disciplines
  • Flexible, adaptable and able to think on the spot
  • A curious and inquisitive mind capabile of critically thinking about challenges and collaborating with others to execute on solutions and work well cross-functionally
  • Strong organizational, problem-solving, and analytical skills; able to manage priorities and workflow
  • Resilience, tenacity and the ability to retain a positive outlook
  • Enthusiasm for learning and adapting to new technologies and trends

EDUCATION AND EXPERIENCE

  • 6-10 years of experience as part of a media agency or internal department, with at least 2+ years of ABM specific media planning and execution
  • Deep experience planning and buying media for a technology company selling through a B2B buying motion
  • Bachelor’s degree in a related field or equivalent work experience

April Six embraces diversity and equal opportunity. We’re committed to building a team that represents a variety of backgrounds, perspectives, and skills. We’re an equal opportunity employer and to reflect our global position, we embrace best practice approaches to diversity and inclusion in the regions where we operate.

 

Benefits (Location Specific)

Room to Grow

Appraisal system with individualised growth objectives and real time feedback

Professional Development Plan

We look to support skills growth with internal support and coaching, alongside online and in-person training and development opportunities

Paid Time Off

28 days’ holiday (plus bank holidays)

Health care cash back scheme

Giving you money back for health-related fees such as dental appointments, contact lenses, prescriptions or physio

Mental Health Hotline

24 hour GP phone or video consultations and a 24-hour helpline offering counselling and supportive information

Moments that Matter

An hour every week to relax, exercise, or pursue something that’s important to you

Anniversary gifts

A special gift every year on your work anniversary to say thank you for being a part of our team

Company lunch

Lunch on the company once a month

Schemes

Electric car leasing scheme, refer a friend scheme, cycle to work scheme.

We are focused on working with the most exciting, forward-thinking mobility brands and manufacturers

We are a people-powered agency whose philosophy is built on the pillars of diversity, sustainability, and inclusivity. If you’re a curious, fearless individual ready to take the next step in your career, there’s a home for you at April Six.

Technology

San Francisco | Technology

60k – 90k

Junior Data Analyst / Data Analyst

About April Six

April Six is a global B2B marketing agency working with some of the world’s most innovative technology brands. With a global footprint in the United Kingdom, Singapore, Germany, and the United States, we specialize in delivering exceptional strategic marketing and results-driven integrated campaigns that cross media and regional barriers. Across the firm, we work on diverse projects, including branding and web refreshes, brand and demand campaigns, and ABM programs, and we support these project types with dedicated practices in paid media and content development. Within our fully remote North American team, we are growing our media practice and looking to hire a data analyst to join our team of media specialists to support our technology clients.

Who we’re looking for

As a Data Analyst, you will support the team on reporting, data, and analytics for our clients. As a critical team member, you will work across multiple client accounts and project types. Projects will range from paid-media campaigns for brand, demand, and ABM-centric outcomes to content and web page performance analysis.

This role will predominantly support the media team, where you will focus on the optimization, data outputs, and campaign evaluations to maximize the impact of our campaigns and achieve client goals. Common channels for data include:

  • Paid social platforms (Meta, LinkedIn, X, etc.).
  • 3rd party ad servers.
  • Website analytics platforms (GA4 or heat mapping tools).
  • ABM platforms (Demandbase, 6sense).

You’ll support the team in pulling, formatting, and normalizing performance data, where possible, automating the process so we can focus on analyzing results. You will help connect data sources and QA outputs for clients with active reporting dashboards.

Responsibilities

  • Partner with media team to understand the active plans, to better map results to outcomes.
  • Assist media teams to discover and deliver impactful analysis and reports to external clients
  • Manage (and optimize) the reporting and analytics process and workflow
  • Be knowledgeable about Martech and media tools and media operations processes such as Campaign Manager, G4, Demandbase
  • Evaluate, advise on, and provide recommendations based on data driven results
  • Be able to identify and translate data and analytical outcomes into real-world applications that generate commercial benefit to clients; explain the “why” and “so what” behind quantitative results
  • Have the desire to dig in and decipher complex products and buyers’ journeys, speaking fluently about known analyst / marketing philosophies, and apply this knowledge to our clients
  • Build knowledge of B2B best practice campaigns and marketing technologies
  • Be hands on keys inside social media or ABM platforms to pull reports or set up API data connections

(When applicable) work on internal projects to better our own marketing activity

Experience, Skills, Qualifications

  • Desire to explore a career in analytics, with a specialty in marketing performance
  • Strong organizational, problem-solving, and analytical skills; able to manage priorities and workflow
  • Resilience, tenacity and the ability to retain a positive outlook
  • Enthusiasm for learning and adapting to new technologies and trends
  • General B2B marketing knowledge or at least familiarity with common B2B marketing practices
  • Proficient with the Microsoft Office suite – particularly Excel and PowerPoint
  • Must have general understanding of marketing data and reporting vernacular
  • While all are not required, candits must have some knowledge across
    • Ad Serving technology – Google Campaign Manager
    • Analytics platforms – Google Analytics and/or heat mapping tools
    • ABM platforms – Demandbase, 6sense, etc.
    • Intent data – Bombora, Intensify, etc.
    • CRMs – SFDC
    • Dashboarding tools – Tableau, Google Data studio

EDUCATION AND EXPERIENCE

  • 2-6 years of experience as part of a media agency or internal analytics department focused on B2B buyer motions
  • Bachelor’s degree in a related field or equivalent work experience

April Six embraces diversity and equal opportunity. We’re committed to building a team that represents a variety of backgrounds, perspectives, and skills. We’re an equal opportunity employer and to reflect our global position, we embrace best practice approaches to diversity and inclusion in the regions where we operate.

 

Benefits (Location Specific)

Room to Grow

Appraisal system with individualised growth objectives and real time feedback

Professional Development Plan

We look to support skills growth with internal support and coaching, alongside online and in-person training and development opportunities

Paid Time Off

28 days’ holiday (plus bank holidays)

Health care cash back scheme

Giving you money back for health-related fees such as dental appointments, contact lenses, prescriptions or physio

Mental Health Hotline

24 hour GP phone or video consultations and a 24-hour helpline offering counselling and supportive information

Moments that Matter

An hour every week to relax, exercise, or pursue something that’s important to you

Anniversary gifts

A special gift every year on your work anniversary to say thank you for being a part of our team

Company lunch

Lunch on the company once a month

Schemes

Electric car leasing scheme, refer a friend scheme, cycle to work scheme.

We are focused on working with the most exciting, forward-thinking mobility brands and manufacturers

We are a people-powered agency whose philosophy is built on the pillars of diversity, sustainability, and inclusivity. If you’re a curious, fearless individual ready to take the next step in your career, there’s a home for you at April Six.

Technology

Women in Blockchain Talks

Celebrating four years of empowering diversity in blockchain

by Jenny Corlett & Charlotte Fletcher

We all have a responsibility to work towards a safer and more equitable Web3 ecosystem.

April Six recently had the honor of celebrating the four-year anniversary of Women in Blockchain Talks, a remarkable organization dedicated to fostering diversity in the blockchain space. The evening was filled with insights, inspiration, and a shared vision for a safer and more equitable Web3 ecosystem.

Empowering Voices and Driving Change

The highlight of the evening was undoubtedly the insightful discussions from an esteemed panel of experts. These thought leaders shared their perspectives on how Web3 can evolve into a safer and fairer environment for all. We were thrilled to witness the exchange of ideas and the recognition of the significant milestones achieved over the years.

There would be no Women in Blockchain Talks without its inspirational founder Lavinia D. Osbourne, who has worked tirelessly over the last four years to lower the barrier of entry to blockchain, opening up opportunities for all by spotlighting trailblazing people within the industry. 

The work of Lavinia and other leaders pushing for diversity in crypto is starting to pay off – in November 2022, research found that 37% of crypto owners globally are women – up from 21% in 2021. However, this doesn’t mean that all of our problems are solved – the same research identifies that less than 5% of crypto entrepreneurs and founders in 2022 were women. 

Changing Political Tides for Blockchain

It was particularly inspiring to hear from Lisa Cameron, an MP who has been a driving force behind the advocacy for blockchain technology. Her efforts have been instrumental in putting blockchain on the agenda, not only in terms of consumer protection but also in educating people on how to engage with blockchain and cryptocurrencies responsibly. 

Lisa shared some eye-opening statistics, emphasizing that there are over 4 million blockchain and crypto users in the UK alone — a testament to the growing relevance of this technology.

Changing Political Tides for Blockchain

Our team of emerging technology specialists has long believed in the immense potential of blockchain. Beyond the legislative achievements and groundbreaking initiatives, we see a vast opportunity for communication professionals who truly understand the nuances and diverse applications of blockchain. 

We also see the critical importance of responsible communication in blockchain. At a time where the regulators are still catching up, it’s essential that communicators take a role in educating end users and investors on how to navigate the space safely.

As Women in Blockchain Talks continues to thrive, we are excited about the prospects for communicators to support organizations in effectively communicating and educating the public about blockchain.

Showcasing the Heroes in Blockchain

In the midst of skepticism and opportunistic endeavors in the crypto world, there are companies making significant strides with blockchain technology, and it is crucial that they have a voice. For every cynic and questionable crypto venture, there are innovators and pioneers striving to make a positive impact. We believe it is imperative for these trailblazers to tell their stories effectively, ensuring that the transformative potential of blockchain is recognized and celebrated.

As we reflect on the Women in Blockchain Talks’ four-year journey, we are reminded of the importance of diversity and inclusion in the blockchain space. We are inspired by the Women in Blockchain Talks team’s unwavering commitment to this cause and the broader mission of promoting blockchain education and responsible engagement.

Not Just A Technology, A Movement

In celebrating Women in Blockchain Talks’ anniversary, we celebrate the progress made and look forward to the continued growth and success of diversity-driven initiatives in the blockchain industry. We also recognize the pivotal role that communication professionals can play in supporting organizations committed to blockchain excellence.

Blockchain is not just a technology; it’s a movement, and we are excited to be part of this transformative journey. Together, let’s champion the cause of diversity, innovation, and responsible blockchain communication.

Jenny Corlettt
Engagement Director, Blockchain & Emerging Technology
jenny.corlett@aprilsix.com

Charlotte Fletcher
Business Development Director, EMEA Tech
charlotte.fletcher@aprilsix.com

Technology

The Future of Mobility

Impressions from IAA Mobility 2023 in Munich

by Michaela Gross

In early September, Munich became the epicenter of future mobility—the industry showcased  over 300 world premieres and a wealth of innovations. IAA Mobility 2023 was more multifaceted than ever before, with the transformation of the automotive industry taking center stage.

Climate change, sustainability and e-mobility dominated the conversation at numerous conferences and events that took place in Open Spaces in the City and the Summit at Messe München trade show. Munich was gripped in a mobility fever, the pulsing atmosphere tangible to everyone—from the most beautiful public places to every corner of the city center. Whether in the Residenzhöfe where the big star @Mercedes shone, or at the Opernplatz where the New @MINI-Family presented itself cheekily and the @BMW logo was enthroned, or at the Wittelsbacher Platz @Porsche and the four rings @Audi made a spectacular appearance.

Current and future mobility ideas were on display and visitors were given the opportunity to engage with and interact with the concepts. For those looking for conventional driving systems, they were in the wrong place. In fact, the question quickly arose as to whether engines with fossil fuels were even still on display. Not at IAA Mobility. Here, we drive electrically or with hydrogen.

Visitors were privy to enriching experiences about future-orientated topics and visionary concepts including: BMWGroup’s ‘On the way to new shores – Panoramic Vision, no more combustion engine by 2030 and 50 percent by 2025 through eMobility’ andGerman Engineering at the ZF Group, one of the deep tech giants from the automotive industry.

Top of the agenda were hybrid systems and communication of vehicle systems. Today, connecting and multi-flexibly retrieving information, whether unloading or transmitting, have become as versatile as our living environment itself. In the future, the vehicle will serve as the transmitter for all events, becoming a connecting system for everyday life. Economically and ecologically, it will mirror the future everyday life.

So who is behind these ideas and is it really the big car manufacturers? Where is the origin that will help shape our future mobility? This is where we leave the city center and head to the Messe München trade fair. There the German Mittelstand, mid-sized firms known to be the heart of Germany’s economy, like the @Kirchhoff Group, and other big automotive suppliers present themselves. Their concepts and innovation forged with German Engineering, are creating these technological possibilities.

In the future, AI will transmit even more data to each vehicle board computer. The vehicle will become a multimedia platform and transmit information tailored specifically to the user.  “Talking instead of typing” was also the motto at @Continental: as one of the world’s first, the automotive supplier integrates data and artificial intelligence-based technologies directly into the vehicle cockpit.

A sustainable, ecologically oriented “Green City” is not just Co2-reduced mobility by car, bus or electric vehicles. The logistical effort to transport our goods in B2B or B2C is expected to increase by another 50% in the next five years. This social challenge requires a rethinking of the individual transport systems. Here, too, Munich is in a pioneering position with the first logistics bike center. Freight bikes and bike courier services are already on the road, and we are beginning to see an end-to-end logistics chain emerging.

IAA Mobility 2023 was an enriching and rewarding experience, opening new horizons through lively conversations and engaging presentations—all helping to shape the future of mobility.

#AprilSixMobility #IAAMobility #Makingmomentsthatmatter

Michaela Gross
Managing Director, DACH
michaela.gross@aprilsix.com

Technology

The expanding role of storytelling—from brand to ABM

B2BSMX Learnings

by Janet Knight

Successful brands are investing in concurrent conversations.

Feeling the buzz in Boston Harbor

The B2BSMX 2023 conference brought together smart, energetic marketers from across the B2B spectrum. There was a palpable buzz for those who made the trek to Boston Harbor, and all seemed ready to learn more about some of the hottest trends in our business.

Multiple, well-attended sessions covered a range of important topics—from the newsworthy (generative AI and its impact on B2B marketing) to the new (defining and executing go-to-markets) to the now (the ROI power of ABM). What stood out to me as a creative-agency leader was the common thread of storytelling across all of these topics.

Long associated with brand experience, storytelling is the act of defining a brand’s story and activating its components into a larger campaign. I was particularly impressed by the intentional focus on the importance of storytelling, not simply at the brand level but all the way through the funnel to data-defined, account-focused touchpoints. After all, what is an account-based marketing strategy if not an initiative focused on key-insights and how a solution can help the target audience achieve its objectives? When planned and executed properly, storytelling can help provide a coherent thread from brand awareness all the way through to the personalized mid- and late-funnel touches.

The evolving art of brand storytelling

With the continued emergence of new and relevant marketing technologies, the story a brand tells can be customized without having to ask the audience a single question. This frees marketers to concern themselves less with sustaining a consistent message and more with maintaining coherency across multiple, custom omni-channel messages. These messages target a wide range of personas, at different stages of the journey. It’s still storytelling, albeit with more of a “Chose your own adventure” mindset. We’re already seeing successful brands embrace this strategy—moving away from a single brand expression and investing in concurrent conversations, powered by data-driven insights, across multiple channels and stakeholders. Pretty much the ideal scenario for any ABM effort.

Gone are the days when a single overarching narrative can effectively resonate with every member of a target audience. Today, thanks to technology, we have the power to know that our audience comes from different backgrounds, with different priorities and pain points, and their unique perspectives shape the way they perceive and engage with marketing.

To truly connect with these diverse groups, many B2B marketers are adopting a multi-faceted approach by crafting multiple narratives that cater to various segments of accounts. To some, this approach may feel overly complicated and counter-productive (by detracting from the brand’s promise to its audience), but it’s actually an opportunity to be more authentic and relevant. Having the ability and freedom to highlight relevant brand values and commitments for each segment—matching back to customer wants and needs—actually helps position a brand to be a better partner. This level of authenticity establishes trust and fosters a stronger connection between the brand and its targets. Such a custom, MarTech-powered approach is, in fact, the embodiment of modern-day storytelling.

Start embracing the power of multiple narratives

As I learned at this year’s B2BSMX, modern marketing storytelling is no longer about a single, catch-all narrative. To engage a diverse and discerning audience, brands must embrace the power of multiple narratives. By segmenting and personalizing messages, marketers can demonstrate a commitment to authenticity and inclusivity unachievable with a single narrative. In an age where B2B buyers seek connections that mirror their own experiences, the ability to tell stories that reflect these varied perspectives is the key to unlocking meaningful engagement and lasting brand-consumer relationships.

Janet Knight
Head of Client Development, NA
janet.knight@aprilsix.com

Technology

5 Key Takeaways from The Humans Are Dead

by Geri Tay

Humans can’t be replaced, but
we can do a different job.

As the sun sets over The Humans Are Dead—a future innovation event hosted by April Six and Mezzo Labs—and we reflect on an evening of analysis regarding AI’s place in the world of modern marketing, I’m delighted to share some insights from the day to sate the curious marketing appetite. Below, you’ll find five key takeaways—accompanied by key quotes—designed to give you the tools (and the confidence) to shape your own AI roadmap.

1. AI IS A TOOL TO AUGMENT, NOT SUPPLANT, HUMAN EXPERTISE

While ‘The Humans Are Dead’ is a discussion title that may conjure thoughts of dystopian futures filled with robotic rulers, the truth of the modern day is that AI, like any other technology, is but a tool to bolster the marketer arsenal.

As April Six CEO, Fiona Shepherd, put it:

“While there are people waking up in the night terrified about it, ultimately, AI is okay when it’s used responsibly. Humans can’t be replaced, but we can do a different job, and crucially, a better job when we use AI to its full effect.”

“AI gives us more time to get to the best version of the marketing answer—ultimately, it helps us come up with a better and deeper critique.”

Annette Male, former Agency Director at Meta APAC, echoed this sentiment:


“When it comes to AI, it’s like having a creative magician. You feed inputs or give instructions, and the output could be something never seen or even imagined before.”

And when asked whether the creative team would be replaced by AI, responded:

“You can replace the mundane stuff, allowing for new depths of creativity…but it can’t all be fully replaced, the human tone of voice is so important.”

2. AI WILL BECOME A BATTLEFIELD UPON WHICH MARKETERS COMPETE

As the promise of AI in enhancing human creativity is brought into sharper focus, marketers must shift strategies away from the notion of distinguishing themselves from AI, and towards how to distinguish themselves with AI.

As Kaythaya Maw, CTO at SPH Media, said:

“The question you have to ask yourself is how you’re going to differentiate when everybody else has the same tools and is producing the same type of content? Where is the unique selling proposition? Where is your advantage?”

“The solution will likely be found in the data you can leverage—that industry-specific data that sets you apart. From there, it’s about the right talent, skills, projects and use cases, and making sure policies and usage guidelines exist.”

Jason Gourd, Managing Director of Foundry APAC, agreed with this assessment:

“It’s not so much the tool. It’s how your organization approaches it. And you have to look at every AI deployment as something that’s data-centric—something that’s defined by humans.”

“You have to start with the outcomes, and be very aware of the skill sets you have within your organisation. Then it’s about knowing if you can access the data to make it work, to monitor it, create policy around it, and justify the ROI.”

3. MARKETING FUNCTIONS WILL BE THE FIRST TO ADOPT AI

The versatility of AI in extrapolating findings from large and diverse data sets means that it can add value to business units across an enterprise, but it will find success first within a marketing division more open to experimentation.

Jason Gourd explained:

“The majority of AI deployment will start in the marketing department with low-hanging fruit such as chatbots. Marketing has perhaps the most to gain from AI…as many of the challenges present in the industry are repetitive, require data from multiple sources, and can benefit quickly from integrated findings.”

But while marketing may well be first, it most certainly won’t be the last, as Kaythaya Maw says:

“From an enterprise perspective, Finance and HR departments will find success with AI because it is able to sift through content at speed, which is vitally important when 80% of data in an organisation is unstructured.”

4. AI SUCCESS HINGES ON ROI ACCOUNTABILITY

AI offers an incredible investment opportunity for marketers, but the long-term success and adoption of the technology will really depend on the short-term ROI that is achieved. 

As Annette Male put it:

“Marketers will be accountable for the AI ROI, so to optimise the investment, budget must be allocated to those channels that will perform the best—media planning and buying…lead generation…creative.”

Or, putting it a slightly different way, Jason Gourd said:

“What are the reasons why deployment of AI will fail? It comes down to three key areas: first; it was not planned properly, second; there were unrealistic expectations; and third; there is no understanding of how to measure ROI.”

5. AI IS ALREADY BEING USED TO GREAT EFFECT

Even up until recently, the proclamation that ‘AI is the future’ has been a staple part of marketing discourse globally, and yet, if The Humans Are Dead is anything to go by, AI isn’t just the future; it’s also the present of the industry, too.

Fiona Shephard said of April Six:

“As an agency group, we’re using AI to create better-informed briefs. This enables us to take less time to get richer answers, and gives us more time to do the things we—humans—are better at, like interpreting how people behave.”

“We have embedded AI all the way from the briefing process to the creation of visuals that supported our ideas—and while the main concepts came from humans, we probably couldn’t have got to the answer as quickly without AI.”

At April Six, we continue to invest in the future of AI with a vision to create more moments that matter for our partners. If you found this article inspiring and wish for more insights from The Humans Are Dead, then take a look at our infographic featuring up-to-the-minute research findings from a think tank of marketing professionals. Alternatively, if you’d like the support of an agency that’s already found success using AI to deliver marketing in a smarter, faster, more cost-effective way, reach out to Geri Tay at April Six below, and start your AI journey.

Geri Tay
Managing Director, Singapore
geri.tay@aprilsix.com

Technology

Why today’s brands should be guided by coherency

by Allan Johnson

Coherency is about the logical connection of parts.

What is a brand?

What is your company’s brand? Can you define it, describe it? If you’re in the marketing department there’s a good chance you may recite elements from a brand book, or a positioning statement, or a mission and/or vision statement. But, if we asked 10 of your co-workers the same question, how consistent would their answers be? Now, imagine if we asked your customers to describe your company’s brand? Now, your prospects?

Even the world’s strongest, most admired brands aren’t easily (or consistently) defined. If I asked 100 people to describe the Apple brand, we’d likely hear answers that mention clean design, “think different,” creativity, maybe iconoclasm. There would be 100 different interpretations—none of them wrong, all of them valid. And that’s the rub. We marketers rightfully and wisely spend time and energy building strategies to guide our brands’ influence and favorability. But those brands exist only in the minds of our audiences. In short, brand is what they say you are. It is defined by others in an ever-shifting landscape. How I perceive the Apple brand is ineluctably different from how you see it, and how I think about that brand today may be very different than how I thought about it six months ago. Builders of the strongest brands understand this. They trust their audience and invite them to form their own opinions, and they recognize that there are many variables out of their control that can affect those opinions. The variables tend to be even more complex for B2B brands—in which value propositions are typically directed at the organizational-level, not to the individual decision-makers, and products and services are more abstract.  

Building strong B2B brands

At April Six, we believe that building a strong B2B brand means telling a coherent story that reflects core principles that are true. We do that by highlighting attributes and creating assets that are distinctive and compelling. Let’s say your brand strategy is focused on expanding the organization’s customer base by maximizing the mental availability of the buyer groups in your TAM. The strategies that allow individual buyers to best receive and remember these stories as impressionable moments imprinted as memory structures, will be the most successful. Simply put, the more memorable the better. To create these distinctive and compelling moments, we strive not for consistency in our brand storytelling, but for coherency.

Admittedly, coherency and consistency are closely related. But consistency can be a trap: repeating the exact same thing over and over can lead to a rigid system that can feel flat and uninspired. If the world were static, consistency would reign—but overcommitting to consistency leaves your brand vulnerable to the vicissitudes of the real world. Yes, there are some hard and fast rules when it comes to logo treatments and other more technical elements, but what really matters is that everything feels “right” every time. We aim to harmonize the messaging, design, and emotional tone with the brand’s ideology and ethos. We work to let it all breathe and feel alive. We want to create white space in which to take some risk and we want to inspire brands to grow and evolve as circumstances change, without sacrificing the earned equity authentically built or acquired over time.

Introducing the Coherency Gauge

To accomplish the outcomes above, we developed the April Six Coherency Gauge to assess and align our clients’ brand and campaign efforts across a range of specific tone, look, and feel attributes. We leverage the Coherency Gauge to guide the development and assessment of messaging and creative approaches to ensure that each set of attributes functions collectively as a coherent whole.

Tone informs how the brand sounds to its audience. It primarily guides our copy and content writers as they develop and cultivate the brand voice. For example, is it provocative and unexpected, as may befit a disruptive newcomer? Look primarily guides how our designers and art directors develop a visual approach that sets the brand apart from its competitors. It describes the specific graphic elements that go into creating the brand assets that are deployed (from the font choices to the color palate to the photography style). And Feeling serves to ensure that we’re evoking an emotional impression with our branding efforts, such as empowerment, safety, or fearlessness.

Ultimately, brand coherency is about the logical connection of parts, and the gauge illustratively forces us to consider the specific intersections where these foundational elements come together to create something greater than its parts. In doing so, it opens up the brand to individual interpretation, which is critical in getting more people to remember your brand effectively. A coherent brand strategy creates the overarching environment in which all those individual perceptions co-exist without confusion or contradiction.

The Coherency Gauge creates the marketing sandbox in which our teams can develop compelling and distinctive assets and campaigns that we know will align with the brand strategy without suffocating creativity or agility. Guided by coherency, we build brands that can thrive through these increasingly disruptive and unpredictable times.

Allan Johnson
Strategy Director, NA
allan.johnson@aprilsix.com

Technology

Announcing AMP.23

Top B2B marketing challenges, trends, and strategies revealed

by Grant Hutchinson

In the fast-paced world of B2B marketing, staying ahead of the curve is essential. At April Six, we understand the importance of keeping abreast of the latest industry trends. That’s why we’re proud to announce the launch of April Six Marketing Pulse 2023 (AMP.23)—a comprehensive report designed to provide valuable insights for B2B marketers.

To create AMP 23, April Six surveyed over 100 senior marketers and external agency leaders across a global cross-selection of industries. By combining their insights with April Six’s subject matter expertise, AMP.23 presents a wealth of knowledge to drive marketing strategies forward.

In this blog, we’ll delve into five key findings of the report and explore how it can help marketers navigate the ever-evolving B2B marketing landscape. Along the way, we’ll touch on topics like generative AI, the continued rise of social media as a top marketing channel, stagnating marketing budgets, and more.

Key B2B marketing trend #1: Focus on the fundamentals

While new tactics and technologies may capture attention, AMP.23 reveals that understanding your audience, creating valuable content, and building relationships still comprise the bedrock of impactful B2B marketing. By honing these core aspects, marketers can establish a solid foundation for success.

Key B2B marketing trend #2: Embrace paid channels and innovation

Despite limited budgets, marketers are encouraged to explore paid channels and newer tactics. Taking calculated risks, running tests, and optimizing campaigns can lead to increased customer engagement and a competitive advantage. AMP.23 demonstrates that the courage to try new things can enable B2B marketers to overcome top challenges and achieve significant results.

Key B2B marketing trend #3: Social media’s reign continues

Social media remains a dominant force in B2B marketing. AMP.23 highlights that 92% of respondents plan to utilize social media as a marketing channel in 2023, with 36% increasing their spending on this platform due to its perceived higher return on investment (ROI).

Key B2B marketing trend #4: Growth is still within reach

On a positive note, AMP.23 reveals that 14.3% of respondents are increasing their marketing budgets for 2023. Even amidst cloudy macroeconomic conditions, opportunities for growth remain persistent. With so many marketers flocking to familiar channels and falling back on time-tested strategies, those who choose different tacks and embrace innovation may capture more attention—and, ultimately, more market share.

Key B2B marketing trend #5: Data-driven insights and personalization remain vital

To resonate with decision-makers and build credibility, B2B marketers should prioritize data-driven insights, emerging technologies like generative AI, and personalized or targeted approaches. AMP.23 underscores the importance of leveraging these strategies in partnership with agencies to deliver relevant and impactful messaging.

Defining B2B marketing in 2024—and beyond

AI-generated content, account-based marketing (ABM), social influencers, augmented reality (AR)—these are just a few of the emerging channels and tactics that will shape B2B marketing in the days to come. Check out AMP.23 now to explore our take on today’s leading trends—and prepare to embark toward the B2B marketing landscape of tomorrow.

Explore AMP.23 >

Grant Hutchinson
Creative Director, Copy & Content
grant.hutchinson@aprilsix.com

Technology

A source of truth for all of us

Insights on “buying groups” from Forrester’s B2B Summit

by Lisa HoLung

The traditional, linear buyer journey has been debunked…

During my recent trip to Austin—for the annual Forrester B2B Summit—I had the pleasure of connecting with savvy marketers and technology enthusiasts from multiple disciplines, including sales, product, and customer success. Many attendees agreed that there were few surprises or “new releases” at this year’s Summit. Yet, they found value in having dedicated time to reflect on business challenges and engage in a meaningful exchange of ideas with fellow leaders.

A popular topic was the increased sophistication of buying groups. The traditional, linear buyer journey has been debunked and the role of sales is continually evolving. However, the rapid shift in the composition and goals of B2B buying groups is driving new thinking.

During the session titled “Managing Buyer Experience Changes Everything: Your 1-2-3 Guide To Getting Started,” Forrester Analyst Ross Graber stressed the importance of revisiting the four dimensions of value: economic, functional, symbolic, and experiential. These dimensions of value represent what truly matters to modern buyers.

While factors such as emotion and brand reputation still play a significant role in influencing buying decisions, the use of digital research and education carry greater weight. Today’s B2B buyers are driven by the need to consider a range of factors when proposing a solution internally, including ease of deployment, cost savings, time efficiency, scalability, and security. These demands shape the research process and influence the buying decision. Additionally, group members are growing in volume and are more geographically dispersed and data-savvy.

Amid this evolution in buyer values, both marketers and sellers have access to technology that can enhance decision-making while automating insights. MarTech providers including 6Sense, Demandbase, Intentsify, and TechTarget advocate for intent as, “The fuel that powers an always-on customer personalization engine.” In my role at April Six, I’ve seen first-hand how these technologies are transforming sales and marketing for our clients.

A common sales and marketing use-case involves the refinement or validation of Ideal Customer Profiles (ICPs). One of our clients leveraged intent rich keywords against a list of target accounts in the retail industry—with the goal of uncovering which accounts were in an advanced research stage for its solution. With this technology, our client determined that its ideal customer within this segment was a mid-sized company with revenue of $1 million or more, and a tech footprint that includes Microsoft and VMware solutions. These insights help brands develop more effective account-based marketing programs that drive higher conversion rates and faster ROI on content, creative, and media activations.

As Forrester’s presentation demonstrated, intent signals must be viewed not merely as a targeting layer but as a source of valuable insights that can help teams identify the optimal timing and messaging to engage with buyers. So, let’s put to rest the perception that intent data is limited to owned on-site engagement or broadly researched topics on the open web. Fact is, modern signal measurement encompasses sentiments expressed on review sites, visits to curated publisher properties, social media feeds, insights from content syndication networks and services, and data triangulation across data providers such as Bombora and Zoominfo. This sophisticated combination of first- and third-party intent data, which is increasingly available and expanding in reach, enables true behavioral prioritization within the broader tech stack. The data can be centralized in the CRM, serving as a reliable foundation that allows all teams to speak, act, and plan according to the same source of truth, no matter how much (or how fast) it changes.

Staying attuned to the changing values and behaviors of buying groups—and leveraging technology to meet their evolving needs—will be crucial for marketers and sales professionals operating in today’s dynamic marketplace. For myself, the Forrester B2B Summit sessions were reminders that only through continuous adaptation and investment in analytics can B2B brands deliver the hyper-personalized experiences that lead to increased market share.